Now that you\u2019ve located your potential clients, it\u2019s time to make contact. But how? I would strongly advise against contacting folks only through email. Why? Emails are easy to delete and even easier to filter into a Spam box. You need to make sure someone at the appropriate level sees it. We\u2019ll be using email, but not right away.<\/p>\n

Finding Contacts<\/strong><\/em>
Actually, the first step is to locate the right person for your information. This info may be readily available on the websites you\u2019ve visited, but if not, find a phone number and call and ask who makes the decisions on contract work. Get a name and a title. Then get busy.<\/p>\n

What to Send<\/strong><\/em>
You\u2019ll be mailing your information to these people. What to include: a brochure (easy to make thanks to any number of publishing programs \u2013 even Word can handle a rudimentary brochure), a business card (I get mine at VistaPrint.com<\/a>, which are free for the cost of shipping \u2013 I pay extra for a nice logo), and if you\u2019re feeling especially generous, a Rolodex card. I get mine at Staples and they make a great impression, as well as give folks a reason to save your information.<\/p>\n

Brochure basics: Your services, the benefits of using your services, and your contact information. I would not recommend any pricing information. Much of this work is going to be priced based on your estimate of how long it will take you to complete the job (and you\u2019re going to charge at least $100 an hour, so let\u2019s not scare them off just yet). If you need more help, pick up a copy of Peter Bowerman\u2019s The Well-Fed Writer<\/a> and take a look at his examples.<\/p>\n

If you are interested in a cohesive look, you can upload your brochure to VistaPrint and have the same logo on it that your cards have. Their pricing is really incredible and the compliments you\u2019ll receive make it worth the nominal price. Plus it\u2019s all a business deduction, so invest in your business, will ya?<\/p>\n

Mail it Off!<\/strong><\/em>
On to mailing. Once you\u2019ve got your materials together, make a label document with your clients\u2019 addresses in it. This will save you doing it when you continue to market to these people, for these are not one-shot deals, but your ongoing list of targeted clients. Remember that it takes a person three or four times seeing your name to recognize it and at least 14 times to remember it. Stay in front of them. <\/p>\n

Dialing for Dollars<\/strong><\/em>
Mail \u2018em out. Wait seven days. Now call them. Go on. Don\u2019t be shy. Call them and say something like this:<\/p>\n

\u201cHi, XXX. My name is YYY. About a week ago I sent over a brochure describing my writing services. I offer writing, editing, proofreading and consulting services. I was wondering if you\u2019d seen it and if you had any questions.\u201d Pause. Then say, \u201cAre there any projects currently that I might be able to help with?\u201d If the answer is no, say, \u201cI understand. Still, I would like to visit with you in person to gauge how I can help your company. May I treat you to lunch, or would you like to meet onsite?\u201d If the answer is still no, say, \u201cOkay, I appreciate the time you\u2019ve given me. If I can help you at any time, please don\u2019t hesitate to call or email me.\u201d Hang up. Grab a notecard (of your choosing, though many use Thank You cards), and immediately write a note thanking that client for speaking to you, and reiterate your desire to help him or her if the need arises. Include another business card.<\/p>\n

Repeat the process in two months.<\/p>\n

For every twenty calls you make, you may get lucky enough to get one job immediately. That’s okay. While the end goal is work, the process is to build relationships with what will most likely be future clients. When do you stop marketing to them? Never. They may say no to you for the next ten years, but in year eleven, the owner may want to write a book and will come looking for a writer. Who better than the writer who never gave up?<\/p>\n

You will find people who flat-out refuse you because they have staff writers. Say \u201cI\u2019m glad to hear that. Should you ever need to fill a gap when someone goes on vacation, I\u2019d be happy to help.\u201d<\/p>\n

There will belligerent ones who will sound totally disgusted to have to talk with you or will hang up on you altogether. Fine. They deserve the same cordiality no matter what they say. Unless they literally light you on fire, you\u2019re going to smile as you say \u201cthank you\u201d and then bitch wildly after you hang up. They still get a \u201cThank You\u201d card, for you never know what kind of day your call interrupted. You may never get any business from these people, but you\u2019re leaving a better impression for trying and for remaining professional. Even the a-holes talk to their network of colleagues, so keep in mind how many people could hear about you secondhand and form an impression. Make it a good one.<\/p>\n

Tomorrow: Ongoing Marketing<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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